The world generates more than 2 billion tonnes of trash each year. One third of it never goes to a landfill or gets recycled – that garbage pollutes our lives.

Even if we remove all the trash in our parks, neighborhoods, and oceans and put it into landfills we still have a massive problem – we are overwhelming the planet with trash. There are only two solutions to our trash problem. First: consume less. Second: turn trash into things that have value so people want to buy and use them.

As I wrote in the Sustainable Mag, markets are how people can be incentivized to innovate new products from trash.